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The document outlines a marketing plan for an app called "IPL 2017 - The Game" that allows users to experience the Indian Premier League cricket tournament through an interactive game. The summary is: 1) IPL 2017 - The Game aims to capitalize on the popularity of cricket in India by allowing users to experience the IPL through an auction mode game and competing against friends. 2) The target market is sports enthusiasts and young people in India. The app will generate revenue through in-app purchases of features like challenging friends and unlocking players. 3) The marketing strategy involves free social media promotions, collaborations with YouTubers, and distributions through app stores to position the app as a fun
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Presentation2
- 1. IPL 2017 – THE GAME Marketing Plan
- 2. A DIE – HARD CRICKET FAN ? IF YES , YOU ARE AT THE RIGHT PLACE
- 5. 1. Executive Summary • IPL 2017 – The Game plans to grab this opportunity to scale itself throughout the whole country •With rising income levels , discretionary spending is likely to increase . Playing cricket is one such form of discretionary expenditure .
- 6. What is IPL 2017 – The Game An App that helps to drew millions of people of different backgrounds to enjoy the novelty of the IPL experience .
- 7. Unique and Novel Premier League Experience
- 8. Auction Mode as gives a feel of real match
- 9. Acting as a recreational activity
- 10. Helps to challenge a friend for a match
- 11. Road to Champions League T-20
- 12. 2. Situational Analysis • Overview of Company and Market • Target Consumers
- 13. The App aims to promote and improve gaming done in India
- 14. Target Customers Sports enthusiast AND Youngsters
- 15. Strength FUN AND ENTERTAINMENT UNDER ONE ROOF
- 16. Market Overview S : Strength W : Weakness High cricket demand Newer concept of Direct approach to target online cricket match customers New to market Flexibility as per customer Slow Internet connection in remote area O : Opportunity T : Threats Promotion of online activity. Regular quality checks Up gradation of cricketing Up gradation for Pro version standards . Multiple team and player options
- 17. 3. Goal To provide and promote gaming done in India through cricket and also uniting people from different backgrounds for recreational purpose
- 18. Want to leave a mark …
- 19. 4. Strategy • TARGET MARKET • VALUE PROPOSITION
- 20. Time to time up gradation of the game
- 21. Improved gaming standards . Broader customer reach .
- 22. 5. Tactics • PRODUCT • SERVICE • BRAND • PRICE • INCENTIVES • COMMUNICATION • DISTRIBUTION
- 23. Competitors IPL 2017 – The Game is dominated by its bigger competitors Real Cricket™ Premier League, World Cricket: Indian T20 Live, etc in following segments : GEOGRAPHIC : TECHNOLOGY BASED : SERVICE BASED : Local players Search engine Established in their Recommendation System market
- 25. Points of Parity (POPs) • Auction Mode • Choose your franchise • Flurry of shots • Fresh look and feel • PL Challenge
- 26. Points of Difference (PODs) • New Team • New Player • Road to Champions League T-20 Trophy • Buy merchandises • Cash prizes • New cricket equipments
- 27. 6. Implementation • BUSINESS PROCESS • IMPLEMENTATION SCHEDULE
- 28. Product Pricing This App is FREE To download
- 30. So what’s the plan ? The App would mint Its money through in – app purchases
- 31. Services Answer reviews ,analytics , Time to time up gradation of the App manage deals and events Road to Champions League Unique and Novel Premier League T-20 Trophy experience
- 32. Free features Auction Mode Choosing franchise Road to Champions League T-20 Classic Animations Personalized experience Number of times changing of equipments
- 33. Premium features • Challenge to a friend • New team • New player • Up gradation to PRO league • Unlocking of Key Players
- 34. Value Proposition- Users I am feeling exhausted in the office , how to get charged up Finding IPL 2017- The Game Very happy by the performance Share experience
- 35. Incentives For every time that the Customers opens the app , they win certain number of credit points which can be redeemed later on .
- 36. Promotions Our initial promotion mediums would be Free social networking platforms Word of mouth Tie ups with games owners .
- 37. Collaboration Tie ups with popular YouTuber groups looking for ideas for their videos
- 38. Distribution • Apple App store • Google Play • Microsoft windows store • Amazon App store • IPL 2017 – The Game Website
- 39. BRAND • We will position our app in the minds of the target consumers as “I would rather die of passion than of boredom” • One of the most reliable destination for fun and entertainment purposes .
- 40. DISCLAIMER THANK YOU Created by Harshil Jain , Commerce College , Jaipur, during the Marketing Internship by Prof. Sameer Mathur , IIM Lucknow